Last night, the online retail giant Amazon has begun airing the first television commercial for its Fire smartphone ahead of its debut next Friday in the United States.

Rather than take jabs at competitors as Amazon did with its launch ads for the Fire tablets, the Fire Phone commercial instead zeroes in on the fact that it comes with a full year of Prime membership, bundled free of charge.

It’s a major selling point which cleverly takes advantage of Amazon’s diverse interests in digital media and its continuos focus on undercutting the value proposition of its rivals…

The ad depicts a pair of kids having fun with their Fire Phones in a coffee shop and enjoying popular apps like Minecraft, Twitter and Pinterest.

After one of the kids remarks that the device includes a free 1-year Prime subscription, the other one tells his mother, “I’ve been on this earth nine years and I’ve never seen anything like it.”

Running a forked version of Android called Fire OS 3.5, it sports several interesting technologies such as a 3D adaptive perspective mode, ASAP predictive caching, MayDay support, screen mirroring and much more.

The Fire Phone is set to launch next Friday, July 25, as an AT&T exclusive.

The device comes with Amazon’s Firefly technology which allows it to recognize more than 100 million movies, songs, products, books and more. It’s basically like Shazam, only for all kinds of digital media.

Although Fire Phone customers get treated to a full year of Prime benefits, it’s a limited-time offer. What if you purchase the phone and are already a Prime subscriber? Easy, Amazon will extend your membership for a full year.

For $99 per year, the Prime subscription bundles unlimited streaming of over one million songs, access to Amazon’s Prime Instant Video library of over 40,000 movies and TV episodes, free two-day shipping and other perks, like giving Kindle-owning customers ability to rent 500,000 e-books.

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Starting the hipsters young. Anyway it’s going to be hard competing with Apple and Samsung. They will sell units but nothing outrageous.

Dan

obviously a good deal for people already invested in the amazon ecosystem. I might consider if Prime in Canada had all the same advantages.

Tom

Prime is shit

https://twitter.com/aidanharris1 Aidan Harris

I would agree with you if I had enough information to form an opinion. There is literally hardly any information about the details and specifics of Amazon Prime on the Amazon website. It’s literally a try it if you want to know more situation…

Framboogle

I actually find the two day shipping very convenient.

http://mikelightman.com/blog mikelite

what a horrible commercial.

https://twitter.com/aidanharris1 Aidan Harris

Exclusive to AT&T then good job appealing to people on other networks. As for the years worth of Amazon Prime unless the phone breaks within a year then the subscription won’t even last the lifetime of the phone so is nothing but a sales gimmick.